The Swoosh has the secret sauce when it comes to grabbing people’s attention, says the latest study from advertising assessment firm Ace Metrix.

With its “Unlimited” campaign, Nike secured three spots on the company’s Top 10 list, which ranked the top “breakthrough” ads for the third quarter of 2016.

According to the researchers, the components of attention and likeability combine to form the breakthrough dimension of an ad, which often translates to more impactful consumer connections for a brand.

“Nike’s ‘Unlimited Scout’ earned the title of highest breakthrough ad of the quarter,” the Ace Metrix team said. “The digital ad follows Paralympian runner Scout Bassett as she talks about the training that took her from last place to first. The ad earned the highest likeability score of the group and evoked emotional terms such as ‘moving,’ ‘powerful,’ and ‘inspirational’ in viewer comments.”